Competing for business using the search engines can be the tool or process your organization needs to attract more sales. Large organizations invest a great deal of money in Search Engine processes to ensure that their product pages appear frequently on search engine results. Small companies too can compete for local business by using their unique understanding of local buying characteristics.
What types of organizations or companies can effectively use Search Engine Optimization and Marketing processes? Simply put, any organization can use the technologies and techniques of SEO to attract visits and customers. There are differences among organizations though, that should be considered when crafting an SEO strategy.
Several considerations face those wishing to use Search Engine Optimization. The answers to these questions can help determine a rough SEO strategy. So before you start researching its use, examine your business and ask “is the organization:”
Small or Large? Local or National? Product or Service Oriented (or both)?
How one answers these questions impacts the way an effective SEO plan would be implemented.
Small or Large? SEO programs can be expensive for large firms. These companies compete for every customer possible using a wide product/service offering, pricing strategies and delivery options. The high volume of detail requires a great deal of human effort to handle and manage. Accordingly, optimization of the company’s website would mean careful analysis of the products being offered so that these features may be effectively presented on the web page.
Localized companies or those organizations that have a few distribution points generally don’t have the budget to invest in such major SEO programs. However, competing for business on the internet can be highly profitable if the optimization effort focuses on issues relevant to local purchasers. People purchase products from others they are likely to trust and that are located in their cities or towns. Smaller organizations can provide information on local service availability, local ownership commitment to providing customer service and support, and a variety of other locally relevant considerations. Exploiting these in the SEO program can be a very significant advantage smaller companies have over larger competitors.
Local or National Company? Large companies usually have the benefit of a central web site with lots of established traffic and link value. These companies can afford to utilize keywords that attract a lot of search traffic and competition. A well optimized internal page focused on these keywords can frequently return a great deal of traffic by itself. Large companies can also invest in ‘product pages’ or pages dedicated to a certain product type and focus on keywords relevant to that product’s use.
Organizations that do not have existing high-traffic websites require a different strategy. Link building in particular needs to the central focus of the SEO plan in the early stages to get the website recognized and indexed on the search engines. Further link-building then establishes the page as significantly relevant. Link building differs from large SEO projects in that they should include a location parameter or value for the local business. Searches for “refrigerators” will return links to websites owned by major manufacturers. Searches for “SEO Consultants in Denver” will return pages for local SEO consultants in the Denver area. Larger firms typically do not compete effectively on a local level, so this could be a significant advantage in drawing relevant traffic.
Product or Service? The web page message strategy should certainly include the value provided by the organization through its product or services. Product web pages can offer a wide variety of product feature detail, functional specifications and other pertinent product facts. Many organizations offer product pages specifically for certain product families. These pages can be uniquely optimized individually to attract the attention of people looking to purchase the products. This applies to all sizes of organizations. Product and support features are very important to present to prospective customers.
Service providers must rely on creating a value statement to characterize and quantify the value of the service provided to customers and clients. Saving money or time with the service is a good economic argument to present, but in the end, service companies have to state and restate the value of what they provide in terms customers can grasp. Service web pages an often focus on key phrases that customers would commonly use in asking questions.
Search engines are the primary method cnsumers use to research product and servic einformation. These engines are so highly used by prospective customers that any company can make use of SEO to attract new sales. However, each organization requires a specialized strategy to make it all work effectively. Developing and implementing an efficient SEO program requires a differentiated message strategy and roll out of a unique SEO plan for that company.
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categories: Search Engine Optimization,SEO,Search Engine Marketing,Link Building,eCommerce,eBusiness,B2B,Business,Sales,Marketing,Selling,Revenue,New Business,Customers
